Business Case Studies, Brands & Branding and Private Labels Case Study, Harley-Davidson, Cult brand

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Brands & Branding and Private Labels Case Study

Case Title:

Harley-Davidson: Making of the Cult Brand and After

Publication Year : 2005

Authors: Neeraj, Christoph Zacharias

Industry: Automobiles


Case Code: BBP0030

Teaching Note: Available

Structured Assignment: Available

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Schoolmates Arthur Davidson and William S Harley shared a passion for mechanics, especially for motorcycle engines. Both longed to join the ranks of motorcycle pioneers. By 1901 they had designed four motorcycle engines ready to be fitted into bicycle frames. With time, Harley- Davidson emerged as a cult brand.

Pedagogical Objectives:

    To discuss the making of this cult bike.

Keywords : Harley-Davidson; Cult brand; Baby boomers; Motorsport; Outlaw image; Hell's Angels; Harley Owners Group; Open road tour; Brand loyalty; Brand extension; Cult branding; Linux; Apple computer; Customer communities; Vision, Mission & Goals Case Study; Business life cycle


  • Harley Davidson Inc.
  • Making of the Cult Brand
  • Cult Branding
  • When a Cult Brand Came of Age
  • Harley Owners Group

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